This presentation should illustrate the importance of context for every product, service & context development. Only when we see the full social context, we are able to create meaningful solutions that address the real and underlying needs of humans - instead of flat category insights and too narrow target group descriptions.

1. CONTEXT: CONSUMER VS. HUMAN

2. people spend only 4% of their time as CONSUMERS
consumers are PEOPLE, part of culture and society
we tend to look at things in isolation - consumers and
categories
missing the big picture can lead to misleading insights

3. Far too often we develop ideas in a black box, without
having a broader context in mind

4. http://farm1.static.flickr.com/185/436488952_37d6df5821.jpg?v=0
we like to talk about consumers with narrow target group
description but we forget that there are other stimuli that
have an even bigger influence on choice

5. http://farm4.static.flickr.com/3093/2493754973_8e35bdf64f.jpg?v=0
Behind every 35-45 mother with two kids and a household
income of 35.000 - 45.000 euros is a woman with needs,
dreams, wishes...

6. every human is part of a bigger society and group with sociological,
technical, legal, economic and ecological implications

7. We need to see the big picture to
understand the context in which
we are living
http://farm4.static.flickr.com/3348/3411036549_39e510ed1b.jpg?v=0

8. http://farm1.static.flickr.com/25/97994906_92e7a71af0.jpg?v=1149559224
so that we can innovate new
products, services & content on
purpose and with a clear focus
instead of serendipity

9. you can’t see around corners but you can hear around them

10. • you could
• see it coming

11. ..my prediction from the sixties finally came true: In the future
everyone will be famous for fifteen minutes."
Andy Warhol 1979

12. User generated content enters
traditional mass media and turn normal
citizen into the shows main content

13. Pop idol turns the human into the star. Let’s find the next hero
via crowd sourcing.

14. You Tube tapped into emerging “see me, hear
me” needs…
and new opportunities like, mobile internet,
broadband connections, mobile phones with
video cameras, integrated webcams in
computers,...

15. Was it really impossible to see this coming or
have we just spend to much time analyzing
narrow target group description and
brainstorming in a black box?
http://farm1.static.flickr.com/153/403830495_4cea85a596.jpg?v=0

16. Nike women missed the shift in society from a
feminism area to a post feminism area. Women where
not open for communication messages anymore and
the campaign failed

17. Dove got it right and understood to what messages
women are open for. It reached the woman behind every
target group description. Dove stopped being a soap
brand and started to become beauty brand

18. THINK OUTSIDE THE CATEGORY USAGE TO FIND MORE
MEANINGFUL SOLUTIONS AND TOPICS THAT WILL STICK
WITH THE AUDIENCE
http://farm4.static.flickr.com/3160/2770678413_03d591a721.jpg?v=0

19. http://farm4.static.flickr.com/3042/2979635819_1756343bfc.jpg?v=1225220948
EXAMPLE: THE GENERAL CONTEXT OF TODAY
GLOBALIZATION
WAR
VOLATILE COMMODITY PRICES
RECESSION
CORPORATE/PRIVATE BANKRUPTCY
THE EMERGING NEEDS ARE:
COMFORT,
SECURITY & PROTECTION
...HOW ONE BRAND GOT IT RIGHT

20. WHEN HYUNDAI DID A BIT OF RESEARCH ABOUT CAR
BUYERS IT FOUND THAT 50% OF PEOPLE THINKING ABOUT
BUYING A CAR OR TRUCK WERE RESISTING THE URGE
BECAUSE THEY MIGHT LOSE THEIR JOBS.
http://247wallst.com/2009/03/04/as-car-sales-collapse-hyundai-become-the-most-successful-car-company-in-america/

21. IF WE WANT TO CREATE MEANINGFUL
PRODUCTS, SERVICES OR COMMUNICATION
WE NEED TO TAKE THE CONTEXT IN
CONSIDERATION.

22. THANK YOU
STEFAN ERSCHWENDNER & JOANNA BAKAS
STRATEGIC PLANNER
DDB BUDAPEST GROUP
HTTP://WWW.TWITTER.COM/ERANIUM
HTTP://WWW.TWITTER.COM/JO_VANNA